Consumer behaviour is concerned with understanding both how purchase decisions are made and how products or services are consumed or experienced. This course looks at approaches social scientists have taken when studying the consumer and the application of their findings in a business or organizational context. Topics include areas related to affect, cognition, behaviour and the environment.
Upon successful completion of this course, students should be able to:
- Explain and apply the meaning, definition and concepts used in the study of consumer behaviour
- Understand what influences consumers’ buying decisions
- Evaluate consumer purchase patterns and figure out buyer trends
- Gain knowledge on consumerism, relationship marketing, consumer expectation and satisfaction
- Practically conduct researches on consumer behaviour
- Study the trends in consumer behaviour and apply them to the marketing in real practices